What is Bottom-of-Funnel Marketing?

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What exactly is lower funnel marketing? To understand this clearly, you first need to know about the marketing funnel. A marketing funnel is a visualization tool to demonstrate the customer’s journey starting with brand awareness and ending with purchasing a product. The basic idea of the funnel is that brands constantly carry out generalized marketing campaigns to attract customers. These campaigns capture customers’ attention whose interests match what your company is offering. The ideal scenario is that all the people interested in your initial marketing campaigns eventually become your customers.

Therefore, the model should be cylindrical. However, in the existing business market, that is not the case. Even though it is the marketers’ job to bring in as many customers as possible, you will see that the number of people interested in the phone number list brand keeps reducing in each stage, making the model funnel-like. What is Bottom-of-Funnel Marketing? If you look at the funnel diagram, you will see that the marketing funnel has three stages: top-of-funnel, middle-of-funnel, and bottom-of-funnel. But let’s look at what these stages resemble for marketers like you and me.



In top-of-funnel or ToFu marketing, brands draw potential customers’ attention toward themselves by creating awareness. This is accomplished through social media, webinars, podcasts, videos, etc. As for middle-of-funnel or MoFu marketing, the advertising content targets leads who have already started engaging with the brand. Marketers distribute and publish content to people who are already showing interest in buying their products and cater the content according to these people’s specific needs. Next comes bottom-of-funnel marketing, or BoFu, the final stage of the marketing funnel model.